Muscat, Oman
Following the success of Phase 1, Ooredoo has officially launched Phase 2 of its flagship CSR initiative, the Goodwill Journey, from Muscat Grand Mall. The launch was held under the patronage of H.E Sheikh Ali bin Mohammed Al-Tamimi, Wali of Samail, and in the presence of H.E Dr. Younis bin Hamed Al Siyabi, Member of Shura Council representing Wilayat of Samail. This new leg of the journey takes the team to Al Dakhiliyah Governorate, where a major highlight includes the inauguration of the Coffee Waste Recycling Project at the Omani Women’s Association in the Wilayat of Samail.
One of the winning initiatives from the Innovative Incubator Competition, the project transforms used coffee grounds from local cafés into natural skincare products. Spearheaded by more than 100 Omani women, this initiative supports sustainability, skills development, and entrepreneurship, with an annual production goal of over 2,000 units.
Mohammed Aziz, Director of Branding and Communications at Ooredoo, commented: “This phase of the Goodwill Journey is a reflection of what long-term community investment looks like, transforming ideas into viable projects, driven by local talent and purpose. Our focus is very much on supporting youth and empowering them to turn their energies into tangible achievements, and so it is inspiring to see the women of Sumail turning simple resources into something valuable and sustainable. This is exactly the kind of impact we strive to create, solutions that grow from within the community and can stand the test of time.”
The journey will also extend its impact to Wilayat Al Hamra, in partnership with His Excellency Sheikh Suleiman bin Saeed bin Salim Al-Azri, Wali of Al Hamra. Together, Ooredoo will support the development of the area near the Eid prayer ground, a popular site for tourists and youth, by installing cabins for productive families and job seekers. The project directly contributes to Oman Vision 2040, with a focus on youth empowerment, sustainable tourism, and inclusive economic growth.
Now in its 21st year, the Ooredoo Goodwill Journey remains a powerful symbol of community empowerment and sustainable progress. With quarterly activations across the Sultanate, the initiative reflects Ooredoo’s commitment to long-term social investment, women’s empowerment, and building opportunities that leave a lasting impact. It also underlines the company’s continued engagement and support Omanis and for communities across Oman. And it’s not stopping there.